ASX Sports agrees to NFT-enabled fantasy gaming deal with RugbyPass

ASX Sports will bring NFT-enabled fantasy gaming to rugby fans for the first time after signing an agreement with digital rugby platform RugbyPass.
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Virtual sports exchange ASX Sports, a purveyor of live in-game ‘trading’, will bring NFT-enabled fantasy gaming to rugby fans for the first time after signing an exclusive long-term agreement with Sky New Zealand’s global digital rugby platform, RugbyPass.

The deal will see RugbyPass supply its data to help the proprietary ASX technology deliver real-time gamification of live sports to the platform’s audience of over 10m.

ASX added that its Sports NFT Exchange has the “unique capacity to harness live data feeds and responsive algorithms to create the first NFTs for sports with listed values”. Those values, it said, will fluctuate in real-time, based on the underlying performance of players and demand in the marketplace.

Resembling a virtual stock market, the Sports NFT Exchange looks to capitalize on a new era in fan engagement via a second screen and OTT experience in which fans enhance the value of their player portfolios via live, any-time ‘trading’, including in-game when perceived value might change the most.

Paddy Power, President at ASX, commented: “Our vision for how sports NFTs can be created, valued, and exchanged is revolutionizing the fan experience and further elevating the centrality of the second screen in modern-day sports.

“We offer the entire sports value chain new dimensions in commercial opportunities and brand loyalty across the growing facets of fantasy sports globally. We’re thrilled to team up with RugbyPass to bring our technology and offering to a rapidly evolving market that is ripe for further disruption.

ASX’s cryptographic technology ecosystem is deployed with digital asset providers that enhance its proprietary blockchain and smart contract technology.

Neil Martin, CEO at RugbyPass, added: “It’s an exciting time to partner with ASX as fans discover new ways to interact with and express their passion for rugby and its superstars.

“Through NFTs, we have together built a fresh product-line with a singular focus on what makes rugby supporters tick, further emboldened by the unique data sets and insights provided by our acquisition of Sports Analytics. This collaboration complements our wider ambitions and focus on digital services, and we will explore further opportunities to develop and foster communities based on rich, actionable content.”

As part of its plans to tap into the US market, ASX stated it is ‘primed’ to partner with the NFL, NBA, MLB, and NHL and ‘capitalize’ on the opportunity for next-generation US fantasy sports ‘trading’ to be marketed to their global audience.

Recently relocating its headquarters to Miami, the firm added it will soon be announcing pathways into the US and global market share via major joint ventures and agreements with sports leagues, teams, and athletes.